Adaptive Experimentation: A Modern Approach to A/B Testing

Written By Sonny Sethi

Traditional A/B testing involves running two variations of a campaign and choosing the better performer. However, adaptive experimentation takes this further by adjusting in real-time, optimising results dynamically.

For example, major streaming platforms use adaptive experimentation to refine content recommendations based on real-time viewer behaviour. Similarly, e-commerce brands dynamically adjust pricing or promotions to maximise conversions.

For businesses, this means smarter decision-making, less waste on ineffective strategies, and more agile marketing approaches.

At Scale Research, we implement advanced testing methodologies and partner with world-class AI-led experimentation partners to fine-tune your business strategies and test products, messages and creatives at scale!

Sonny Sethi

Scale Research was founded in 2022 by Sonny Sethi, a research veteran with over two decades of agency and client-side experience, having provided research support to brands like Uber, Uber Eats, Nestle, Kelloggs, BestBuy, Optus, Chevron as well as setting up research teams globally.

With a notable track record of 1500+ research projects, Sonny and his dedicated crew are on a mission to deliver actionable insights, data-driven strategies, and custom-tailored research solutions.

At Scale, we're proud to offer high-quality research studies at budget-friendly rates, without compromising on quality. We believe in delivering exceptional value for your investment, and bringing in senior specialists, as required.

We work across the world, with active clients in Australia, NZ, and the Americas.

https://www.scaleresearch.co
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